When someone asks us, “How are you?” we often respond with “I'm fine,” almost on autopilot. But behind that “I'm fine” lie complex emotions, racing thoughts, and days that are more difficult than others.
ESTEVE entrusted us with completely revamping Triptomax, its brand of natural supplements based on tryptophan, an essential amino acid that promotes emotional well-being and serotonin production. The challenge was to create an identity that broke with the scientific and cold codes of the sector and spoke about emotions in an authentic, approachable way, and, why not, with humor.
The strategy: to speak as we speak. We created an identity based on how we relate to our emotions today: sharing memes, putting things into perspective with humor, empathizing, knowing that we are not alone and that not everything is positive or negative. Because we are all our emotions, even those we sometimes don’t understand. That’s why we built a narrative that normalizes talking about complex issues such as mental health in a simpler and more relatable way.
The visual heart is Max, an illustrated brain that personifies our emotional world as it is: anxiety, stress, but also calm. Max appears in different moods and is the protagonist who guides communication, accompanied by an identity system that includes the revamped logo, a vibrant palette inherited from the brand’s iconic magenta, and a graphic universe designed to connect across networks, digital, and point of sale.
The result is a brand that dares to speak differently, normalizing conversations about emotional health and combining natural solutions with a deeply human narrative. Because sometimes, what we need is to be able to say that we are not always fine. And that it’s okay not to be.
